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The experiment used five versions of a site created for this research. Participants The participants were 51 experienced Web users recruited by Sun (average level of Web experience was a couple of years). Participants ranged in age from 22-69 (average age was 41). So as to give attention to “normal users,” we excluded the following professions from the study: webmasters, web site designers, graphic artists, user interface professionals, writers, editors, computer scientists, and computer programmers. We checked for ramifications of age and Web experience in the dependent variables mentioned in the first five hypotheses, but we found only negligible differences-none significant. Had web sites inside our study been more difficult to navigate or had our tasks [...]